0
Prompted Awareness in Brisbane Heat Fans
0
Consideration in Brisbane Heat Fans
0
Overall Awareness
0
Overall Consideration
Challenge
After 75 years in the Aussie market, Credit Union Australia (CUA) had made the decision to rebrand, and Great Southern Bank was born. Our challenge was to leverage CUA’s sponsorship of the Big Bash League’s Brisbane Heat and create an effective, large-scale media buy to launch this new brand.
Solution
Great Southern Bank became the dedicated banking partner of the Men’s Big Bash League. We created an entertaining “Clever Play of the Week” integration, implemented a market first 7CURVE QR code running on connected video, and created the Great Southern Bank’s House Party, an exclusive fan zone. We also created the $50k Cash Bash competition for viewers to win a home deposit, including a QR code entry mechanic, while the broader campaign was brought to life through high SOV placements across TV, Video, OOH and Digital Display.
Results
Our client was bowled over by the success of this campaign. Within Brisbane Heat fans, we increased prompted awareness by 10%, consideration by 3.6%, and achieved 42,300 entries into $50k Cash Bash, 2,300 above target. In overall audiences, we reached our targets of 15% prompted awareness and 5% consideration by January 2022. A true success, we hit this campaign for six, launching the new Great Southern Bank brand out of the park and well on its way for Aussie greatness.
It was important to have the right strategic and creative skills on board with us at each stage of this journey. We wanted to highlight our 75 year history yet make the brand relevant, and the work of our partners has brought this to life in a way that has us all very excited.Megan Keleher - CCO, Great Southern Bank
Most recently named a leader amongst global media agencies by Forrester, Carat is consistently ranked the #1 media agency in the world with over 10,000 experts, operating across 190+ offices in 135+ countries. Carat delivers an unparalleled capability to unlock real human understanding to connect people and brands by designing powerful and engaging media experiences. Carat is a dentsu company and privileged to work with some of the most storied and innovative brands in the world.
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